Diary: Bathroom stall or microprocessor?

It sounds like an easy task for a hi-tech PR pro: differentiate your company’s product from a bathroom stall. But nothing’s easy in PR these days.

It sounds like an easy task for a hi-tech PR pro: differentiate your company’s product from a bathroom stall. But nothing’s easy in PR these days.

It sounds like an easy task for a hi-tech PR pro: differentiate

your company’s product from a bathroom stall. But nothing’s easy in PR

these days.



Computer chipmaker Advanced Micro Devices recently learned this lesson

when it settled on the name ’Athlon’ for its new microprocessor.



Athlon was picked because it sounds like ’athlete,’ with the obvious

connotations of speed and power. But there’s a problem: the name is

already trademarked to Trespa, a maker of partitions used to separate

toilets, which are rarely associated with speed and power.



AMD, for its part, said it knew of the conflict beforehand and is not

worried about potential confusion. ’The lawyers felt that bathroom

partitions and microprocessors were very different markets,’ said AMD

spokesman Drew Prairie.



AMD rival Intel is having plenty of fun with the issue, but the chip

giant is busy deflecting criticism of its own Celeron chip, dubbed

’celery’ by industry insiders



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